TituloDomino's X Factor mobile app
Agência
Campanha Getting our Mobile X Factor
Anunciante Domino's Pizza
Marca Domino's Pizza
PostedFevereiro 2016
Sector Empresarial Restaurantes e comida rápida
História In 2013, Domino’s faced a challenge: to continue to deliver sales growth in the face of increasing competition from digital takeaway businesses and incumbent pizza chains. As the first company to launch a mobile app, 10% of our total weekly sales were now via mobile, and users of our app were our most valuable customers. Our challenge was to win in mobile, and we developed a three-pronged strategy to build mobile as a marketing platform 
Filosofia The strategy: sales, service, Saturdays
Gear up for sales – get the fundamentals in place. We redesigned our mobile site and app suite to create a consistent user experience across all operating systems, transitioned to a mobile-first CRM programme, built mobile data capture into our pizza tracker to double our SMS database, introduced push notifications and moved to mobile-friendly customer emails.
Mobile as part of our service proposition. Mobile had to be part of our delivery service proposition, and to support the relaunch of our apps, we identified summer as a key time to promote it. Ordering on-the-go became the focus of our summer advertising campaign.
Build brand demand at key moments. Autumn and winter Saturday dinnertime at home is the most important occasion of the year, but expensive to ‘dominate’ in media terms. We did this by becoming the principal partner for the X Factor mobile app, creating a Domino’s hub that featured quizzes, games and offers. Our partnership with ITV and X Factor was our single biggest investment in mobile marketing, at £500,000, an innovative way to be a part of the X Factor experience and a key buying moment for families and young adults. 
Problema In 2013, Domino’s faced a challenge: to continue to deliver sales growth in the face of increasing competition from digital takeaway businesses and incumbent pizza chains. As the first company to launch a mobile app, 10% of our total weekly sales were now via mobile, and users of our app were our most valuable customers. Our challenge was to win in mobile, and we developed a three-pronged strategy to build mobile as a marketing platform. 
Resultado Mobile, our engine for growth
Sales increased 12%, even though store footprint only grew 5%. Mobile accounted for 17% of all pizza sales, doubling in value YoY. This represents 78% of the total sales growth delivered in 2013. The key contributors to this growth were:
a substantial increase in sales footprint in performance. We doubled our SMS database to 2 million, increased mobile sales to 22% of all CRM-driven sales, and grew our app installs from 516,000 in 2012 to 2.2 million in 2013
an increase in mobile sales value by 23% across the summer ‘on-the-go’ campaign period
a brand experience at scale via X Factor. Some 1.6 million viewers used the app, delivering 45,000 Domino’s pizza offers, 430,000 views of our in-app hub and 447,000 Domino’s game plays in the app and through the ad-sync experience. Brand consideration rose 14% among app users, and our integration helped to deliver 39,594 mobile orders. 
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